6 Things Marketers Say That Don’t Mean Anything
The marketing industry is filled with a ton of jargon. Marketers love acronyms and speaking a language that laymen—and even most business executives—don’t understand. The problem is that we’ve greatly over-used many words and phrases, some of which don’t even really mean anything.
The Worst Offenders Marketers Use
- Viral – We use a term referring to a disease to speak about anything that spreads quickly. Okay, we understand the reference. But we use this word too much, and we make the mistake of thinking of it as a goal. We should be focused on all content being high quality instead of searching for that one Holy Grail campaign that sweeps the planet.
- Likes – Who came up with the idea of using this as a key performance indicator (KPI)? Most likes don’t mean anything. Ask companies that got on the “likes-for-sale” bandwagon. The fact is that the only likes that have value in social media are the ones you get from loyal customers.
- Big Data – This phrase has really been used to death. Okay, we get it. There a lot of data. Let’s stop talking about big data and start discussing meaningful data.
- Sales Funnel – This was an interesting concept, but it’s not really how sales work. The journey from consumer to customer begins and ends in different ways for different people. Some consumers don’t even start shopping until they need something. Others are happy to get all of your emails, newsletters and everything else, but are just browsing. Produce engagement, and learn to identify the motives of the consumer.
- Native – The FTC will always make sure that advertising stands out as advertising. The idea of native ads is a pipe dream. Plus, most consumers see it as dishonest. Let’s stick to the phrase “sponsored ads,” which is what they really are.
- E-Blast – Also, known as the “email blast,” this method of non-targeted email mass marketing was never successful in the first place, and that’s why it is becoming less and less common today. Small businesses can get away with targeting their whole database with an email, but even then it’s not an e-blast because they have such a small customer database.